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Messestand der SCHNEEWEISS AG | EuroShop 2014
Messestand der SCHNEEWEISS AG | EuroShop 2014
Messestand der SCHNEEWEISS AG | EuroShop 2014
Messestand der SCHNEEWEISS AG | EuroShop 2014
Messestand der SCHNEEWEISS AG | EuroShop 2014
Messestand der SCHNEEWEISS AG | EuroShop 2014
Messestand der SCHNEEWEISS AG | EuroShop 2014
16.02.2014 - 20.02.2014

Euroshop 2014

Atelier Schneeweiss invites visitors on a journey through time: Unconventional exhibition booth solution combines tradition and modernity

Attending Euroshop 2014 in Düsseldorf for the first time, Atelier Schneeweiss will be unveiling its products to industry professionals as a capable specialist for shop fitting and exhibition booth construction. The creative agency’s own booth itself acts as a calling card and strong reference for the company. What makes it particularly special is its play of contrasts, cleverly establishing the link between modernity and tradition which is the hallmark of Atelier Schneeweiss itself. 

Euroshop is a leading trade fair for the international retail trade – reason enough for the shop fitting experts at Atelier Schneeweiss to apply their skills and impress industry professional with their store interior expertise. At Euroshop, the young company’s booth is an imaginative interpretation of its tagline, “welcome to a world of ingenuity”, demonstrating its passion for unconventional store and exhibition solutions and innovative design. The creative team was eager to rise to the challenge of presenting not tangible products but rather services, solutions and references at the exhibition. The specialists took their conceptual bearings from a play of color, material and design contrasts and the linking of tradition and modernity, craftsmanship and high-tech. In this way, Atelier Schneeweiss builds a bridge to its parent company, Schneeweiss AG, and its many years of expert craftsmanship. At the same time, it succeeds in showing the great emphasis the group of companies place on inno¬vation and tradit¬ion.

Atelier Schneeweiss will be unveiling a remarkable 85 square meter exhibition booth which welcomes visitors with its open layout and modern feel. “Because people are at the center of everything we do, we particularly focused on spaciousness when planning the booth,” says Jürgen Dreher, Managing Director of Atelier Schneeweiss and Chairman of the Executive Board of Schneeweiss AG. 

Atelier Schneeweiss’ booth at Euroshop is jet-black, forming a puristic color counterpoint to the company’s name. The branches on the outer shell are particularly striking and reach a height of up to six meters. The structure is linear but still organic, it forms an interlocking pattern and conveys an impression of endlessness. Alongside the imposing design, the material from which the booth was produced is also innovative. It appropriates wood-wool slabs traditionally used as insulating material and places them in a new context. With its interwoven structure, the organic panel material forms the visually fascinating shell and is probably used in this manner for the first time. “The form, material and color scheme of the exhibition booth awaken the curiosity of the viewer. While the color of the shell suggests tranquility, the structure of the material forms a fascinating, lively contrast,” says Dreher.

If the black, open exhibition booth is seen as a modern and cool macrocosm, the visual highlight of the lounge integrated inside with a water wall represents a counterbalance, a sheltered microcosm. Atelier Schneeweiss created a medial oasis of relaxation in the lounge, which uses another traditional material – old oak. This valuable wood has a special history; it was once used in mills, roof timbering and churches. The warm colors of the oakwood combined with the gentle splashing of water welcome visitors to take a break from the lively exhibition bustle. Thanks to the effective Rosconi RS 2000-10 air purification system, those who feel like lighting up can enjoy a cigarette in the lounge without exposing non-smokers to passive smoke. In this way, smoking areas can be unobtrusively and yet attractively integrated in stores, chill-out areas, restaurants and public areas while still complying with smoking legislation.

Visitors will be taken back to the 1950s at the exhibition booth. The topic was chosen very deliberately: “The period from 1950 to 1960 was marked by the dawning of a new era and a renunciation of convention. The economy flourished, a new sense of freedom arose, people felt an urge to discover new things. Fashion, design, travel, cars and brands became increasingly important. This was also the time of the first department stores in which consumer products were attractively presented: shop fitting was born,” says Jürgen Dreher, explaining the journey through time. Alongside the stylish lounge furniture in Rosconi’s “DIE SCHOENHEIT” collection, in part based on original 1950s designs, the background music, the outfits of the booth staff, the imagery and original film clips perfectly reflect the lifestyle and mood of the period.

Each of the five human senses are also specifically targeted to create a unique multidimensional experience. The visualization of the company’s services and the color contrasts address the eye. In addition to the background music, the very different acoustics on the exhibition booth are aimed at the ear: the wood-wool slabs are used for both thermal and noise insulation and thus create an atmosphere of great calm. The exhibition booth is imbued with various aromas, giving visitors a sensual olfactory experience which promotes a strong sense of well-being and relaxation. The sense of touch is addressed by means of different types of flooring on the booth, while the drinks and snacks in the style of the 1950s are an appeal to the sense of taste.
 

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